University of Twente Student Theses
Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality.
Hoolwerff, D. van (2014) Does your mascot match your brand’s personality? An empirical study on how visual characteristics of a brand mascot can function as a tool for transmitting an archetypical brand personality.
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| Abstract: | Visual representation of a brand by using brand mascots is a technique which has been applied by organizations for many years. As the visual ‘ambassador’ of a brand, the mascot’s goal is to strengthen the brand identity. The visual properties which are translated by these mascots can cause the distinctiveness of a brand. This study examined the potential of a mascot to represent a specific brand identity through an archetypical personality. An online survey was used to measure the fit between physical and emotional characteristics of a mascot and brand personality archetypes. Results of this study implicate that each brand personality archetype has multiple emotional and/or physical characteristics which have a fit between the archetype and brand mascot. Guidelines for the proper interpretation of these characteristics are given and discrepancies between clusters of archetypes are discussed. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/66053 |
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